Global marketing : a decision-oriented approach / Svend Hollensen.
Material type:
TextPublisher: Harlow, England ; New York : Financial Times Prentice Hall, 2011Edition: 5th edDescription: xliii, 756 p. : col. ill. ; 27 cmISBN: 9780273726227 (pbk.)Subject(s): Export marketing | Export marketing -- Case studiesDDC classification: 658.8/4 LOC classification: HF1416 | .H65| Item type | Current location | Home library | Call number | Copy number | Status | Date due | Barcode |
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF1416 .H65 (Browse shelf) | 1 | Available | 7171/196/13 | |
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Books
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF1416 .H651 (Browse shelf) | 1 | Available | 7171/197/13 |
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| HF1411.S2392 International economics. / | HF1413.A4513 Delinking : towards a polycentric world / | HF1416.H65 Global marketing: A decision-oriented approach. / | HF1416 .H65 Global marketing : a decision-oriented approach / | HF1416.H651 Global marketing: A decision-oriented approach. / | HF1416 .H651 Global marketing : a decision-oriented approach / | HF1416.H652 Global marketing: A decision-oriented approach. / |
Includes bibliographical references and index.
Contents: The Decision whether to internationalize: Global marketing in the firm -- Initiation of internationalization -- Internationalization theories -- Development of the firm's international competitiveness -- Deciding which markets to enter: Global marketing research -- The political and economic environment -- The international market selection process -- Market entry strategies: Some approaches to the choice of entry mode -- Export modes -- Intermediate entry modes -- Hierarchical modes -- International sourcing decisions and the role of the sub- supplier -- Designing the global marketing programme: Product decisions -- pricing decisions and terms of doing business -- Distribution decisions -- Communication decisions(promotion strategies) -- Implementing and coordinating the global marketing programme: Cross- cultural sales negotiations -- Organization and control of the global marketing programme
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